Brands having applied for their brand name as top level domain, are more commonly described as “dot brands”. It is a big investment and commitment for a brand.
Yet, the use of these “dot brands” is not very clearly identified by the brands and their marketers, and the brands therefore are not rushing towards contractualisation and delegation.
|non Spec 13||925||631||452||4’405’857|
On the 1409 total strings applied, 484 were “dot brands”, representing 34%
On the total number of contracts signed on feb 20, 2015, 23% only are “dot brands”
On the total number of delegated strings, only 13% are “dot brands”. Back in November, that represented only 8% of the new gTLD.
And on the total number of strings, 0,008% are “for brands” second level domains.
The graph represent that quite clearly.